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NEW BALANCE TIPS THE SCALES WITH NEW AD BUDGET

          "Marketing-shy" New Balance will return to TV in '98
     "for the first time in years, boosting its ad budget" from
     $4M to $13M, according to Terry Lefton of BRANDWEEK. 
     Lefton: "Bursting out of its niche-marketing-for-niche-shoes
     ethos, New Balance will break its biggest TV campaign,
     scheduled to start in March, possibly with a network intro
     buy, and continue throughout the year."  The TV campaign, by
     Messner Vetere Berger McNamee Schmetterer/Euro RSCG, N.Y.,
     will continue with the print campaign tagline, "achieve New
     Balance."  Lefton reports that New Balance is "finishing off
     its third straight year of high double-digit growth based on
     its strength" in running and walking categories.  While
     developing some "unexpected cachet" in the inner city, New
     Balance "has eschewed ... star-studded marketing blitzes,"
     and instead targeted "an older, presumably more discerning
     demo than the core buyers of top brands" (BRANDWEEK, 11/10).
     

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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